John Magee - The Great Western Greenway, Mayo, Ireland: a Tourism and Economic Development Case...
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Transcript of John Magee - The Great Western Greenway, Mayo, Ireland: a Tourism and Economic Development Case...
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The Great Western Greenway, Mayo, Ireland: A Tourism & Economic Development Case Study
____________________________________________________________
OECD Forum on Partnerships & Local Development ____________________________________
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DERELICT RAILWAY 2009
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Overview
• The Great Western Greenway • the What & the How
• Impacts & lessons • Integrated local development • Experience informs strategy
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Key Tourism Facts 2014
• Mayo - ranked 7th most visited county
• Employment from Tourism Industry in Mayo 4500
• Accommodation Providers 194 • Bed Nights 7700+
• Overseas Visitors to County Mayo 245,000
• UK, USA, Germany greatest markets
• Access via ports at Dublin, Cork, Shannon, Knock
• Access is key - Good Infrastructure, public transport, flight connectivity
• Domestic Visitors 373,000 • Mayo is popular with the Dublin
visitor •5,000 years of Neolithic habitation
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Clearance & Drainage
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Pavement Construction
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Signage
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The Result
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Infrastructure as catalyst Enabling platform for innovation, regeneration
and enterprise (As if by magic…) Bike hire Accommodation Gourmet Greenway Greenway Artists Food products Experiences
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New Businesses & Creative Services
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New food products…
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Product Development Example - Gourmet Greenway ‘Inspired and Inspiring’ / “One of the best things in Irish hospitality” ~ John McKenna, Bridgestone Guide
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Greenway Skate Park
COMMUNITY BUY IN
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Cross Selling Packages – Integrated business approach
Typical Packages of accommodation combined with bike hire, packed lunch, transport pick up
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0
50,000
100,000
150,000
200,000
2010 2011 2012 2013 2014
PEDESTRIANSCYCLISTS
Visitor Numbers
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Economic impact Year 1: 38 new jobs; Year 6: 200 Bike hire; cafés; hotel & hostel; etc
265,000 visitors in 2014 Year 1: €7.2m to local economy; Year 6? Extended tourism season
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Impact… beyond the economic
Local & County-wide confidence Pride Local vibrancy transformational?
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How 1: Approach
Consultation, engagement & compromise Early adopters… work with the energy Build momentum Benefits for all
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How 2: Stakeholders
Leadership (Local Authority, Local
Dev. Sector)
161 Landowners / Local Community
Funders (Dept Transport /
Failte Ireland) €5.7m investment
Collaboration
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Mayo’s tourism product
Broad range of attractions / experiences Walking – extensive trails network Pilgrimage / Holy Mountain / Marian Shrine Outdoor activities / adventure Angling / golf / equestrian Wilderness / National Park National Museum of Country Life
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Tourism… only part of the story!
Enterprise & Investment Unit 2012: Emerging Sectors Study Tourism Renewable Energy Enabling existing employers to grow Branding / Marketing / Promotion – Mayo.ie
Focus on sustainable job creation
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From experience to strategy
• Extensive publicity Awareness raising • Success (Greenway) Product (Greenways?) • Approach Engagement & Collaboration
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3 elements: •Create experiences •Branding & Marketing •Collaboration
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What we’ve learned…
• Infrastructural Investment can leverage community & private buy in… Creates momentum, but needs direction & co-ordination
• Work with the energy – others will follow
• Infrastructure can re-energise an area – bringing back that sense of place/pride of place
• Create experiences & packages
• Community engagement is essential
• Everyone must see the benefits
• Success has many fathers!
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Thank you for your attention